In advertising, you have the option to choose from dozens of models to be the ‘face of your brand’. When it comes to your CEO however, you don’t have a choice. But does the ‘brand face’ really matter when it comes to public relations?

Professor Gerald J. Gorn, chair of the marketing department at the University of Hong Kong, thinks that it does - especially when your CEO is the key spokesperson during a crisis that threatens to undermine the company’s reputation as an honest corporate citizen.

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Looking for some advice on when to conduct online research, what factors to consider and how to ensure a smooth research process?

We ask Yuwadee Aiamsontisup (Ree), Research Director, Interactive Research for Asia Pacific, Latin America, Middle East and Africa at TNS, for her expert opinion.

Q: What’s behind the growth of online research?

“The growth of online research is unavoidable when the Internet penetration in many countries keeps on growing. By March 2009, there was 1.6 billion Internet users worldwide, from 360 million in 2000. User growth rate between 2000 and 2008 was 342%, according to Internet World Stats. Imagine the online coverage in the near future! (more…)

Focus groups are used to test brand concepts, new products and solutions, topics or advertising. Such qualitative research however, depends on how good the group moderator/interviewer is.

Good moderators are adept in knowing when to simply observe and when to probe participants on interesting insights as they present themselves. Once these opportunities are lost, it may be difficult to validate some of the findings afterwards. Things get even trickier when it comes to testing brand perceptions through focus groups. These involve delving into intangible concepts and highly subjective feedback.

What principles do good researchers put into practice, while moderating focus group discussions?

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Research studies have been useful marketing tools for companies that want to position themselves as thought leaders. The findings are used for developing deeper customer relationships, generating press interest and building knowledge.

Management and business consultants tend to take this sort of research inhouse. While this can be a quick and cost-effective platform, since those involved tend to have some expertise in research, we will quickly point out two common pitfalls. (more…)

Talking to your stakeholders can be a useful way to source new marketing ideas. We have hosted very successful brainstorming sessions for clients that comprised of suppliers, staff, business partners and marketing professionals from other industries.

One may also be tempted to ask consumers for ideas. This is where we need to tread cautiously. Depending on whom you ask, how you ask and in what context, there is always a danger of arriving at misleading answers. (more…)